Ford today unveiled the Ford Atlas Concept at the North America International Auto Show in Detroit. The Ford Atlas Concept was built to showcase the design, capability, fuel efficiency and smart technologies that will define future pickup trucks.

One of the more memorable unveilings at the 2013 Detroit Auto Show was another monster pickup truck from Ford. The Ford Atlas Concept give us a look at the potential future if the flagship Ford F-150. To say that Ford was aiming for a muscular and rugged design would be an understatement. The front grille in particular stood out as particularly bold. The Atlas Concept also sports the next-generation EcoBoost engine.